Courage was the wrong word for Apple

Phil Schiller got a bit of criticism for using the word courage to describe why Apple got rid of the headphone port. It’s been received by some as a bit marketing and fluffy. It’s also a little bit defensive and maybe slightly Yes, Minister.

I think the deeper problem is that the word is about them and not about what we get.

I’d have suggested they focus on Apple being the company who moves things forward.